Skip main navigation

Brand positioning: Finding your place in a crowded market

Your Brand is your equity. Your Brand is what is marketed, advertised, promoted, to build your position in the market.

All of these actions equal investment and contribute to building brand equity.

Your idea becomes a brand. Your idea is the brand story, Your brand positioning developed to communicate through different tools your brand story, brand mission, and product or service. Brands have reputations, brands have personas that align with their target audience. Brands can be built around a product, service, or cause, or all of the mentioned.

Many elements go into first creating a brand identity we mentioned in the brand story. Other elements include Brand name weather descriptive, contrived, or service-related. There may not be a dictionary description for your brand name but that does not mean you cannot create meaning as part of the brand identity. Logo Design, sometimes more recognizable than the brand name, especially in the age of digital and SM marketing. Don’t forget that brand colors are very important to brand identity. All the elements of your brand are key to finding your place in a crowded market. A review of competitive brands in the market is important when developing your brand elements.

What brands can you identify that stand out in a crowded market? What are your favorite brands? What attracted you to those brands in the first place? How did they stand out in the market?

This article is from the free online

Beauty Decoded: Strategy in the Global Beauty Business

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education